Customer Journey Map: The Customer Experience roadmap

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INBOUND MARKETING · 27 / 07 / 2015

As overtook in previous articles, in a Inbound Marketing Strategy We have to give value to our client and not think exclusively of numbers and sales. To do this, it is essential to know our buyer person And his buyer journey, ie the trip that the customer follows with the purchase as a goal. Once you have all this clear information, the next step will be to understand the customer experience and their needs to be able to offer you a better service. How do we get it? Creating a Customer Journey Map, the tool I’m going to talk about in today’s article.

What is the Customer Journey Map?

The Customer Journey Map is a tool inherited from the Design Thinking And that allows us to delimit the map of the life cycle of the client: Since he knows us, until he buys us. It is a diagram in which in a visual and emotional way, we define the whole process step by step. It will serve to mark the stages, interactions, channels and key points of our Buyer Person.

It is not a cold and rational study, but we will have to put ourselves in the skin of users and think about their feelings. A CJM is not linear, and consists of many ups and downs that can cause us to lose or win a client.

What’s the use?

It’s usually hard to understand customers and what they really want. And yet this is one of the keys to success in your sales. However, many companies focus only on numbers, while in a strategy of inbound Marketing what predominates is to devote all efforts to real people.

Therefore, the CJM helps us to put ourselves in the place of the client and to know him in depth to be able to reach him in an effective way. Creating it will allow us to redesign the customer experience giving primacy to their needs.

Once you have Trackeada and collected this information, it will be much easier to define the strategy of inbound Marketing to follow, and the actions that we will perform. At the same time, we will be able to go one step ahead of the user, prevent and correct mistakes and weaknesses. Therefore, to learn about our clients will allow us to improve our services and this would ultimately affect the increase in our sales.

How do we create the Customer Journey Map?

Clarification! There is no magic formula or star to create it, but we are going to offer you a guide to the most common steps. Feel free to simplify or improve it according to your goals or your business. Eye! The CJM is a living document, you will have to modify as time passes.

1. Define the client:

Before we start, we have to be clear who our Buyer is, which we will have previously defined if we are immersed in an inbound Marketing strategy. At the same time, we will create a Empathy map, another tool that allows us to deepen even more in the environment, the vision of the world and the needs of the client.

Empathy Map-Customer Journey Map

Empathy Map Template – XPLANE

2. Understanding the phases of the relationship:

To put ourselves in the skin of our client, we will have to be clear the phases through which it passes until reaching us. In inbound Marketing This is what is known as Buyer Journey, which has three main stages: knowledge (How do you know us?), consideration (How do we guide you? and how do you interact with us?) and decision (What can we offer you?, how do we differentiate ourselves? And how do we retain it?).

3. Record the feelings of each phase:

Once we know what the phases are, we must understand the motivations, feelings, doubts and concerns that happen at every moment. What’s the use of this? To capture business opportunities and advance to their next moves offering a better experience or service. In this way, we will be more aware of our competition in the last phase of decision.

4. Map the Touchpoints:

We need to detect the client’s key points or ‘ moments of truth ‘ to prevent how we are going to interact with him. Each user is a world and every trip is a world, but you can create a general line. Each point is defined by two aspects: the channel by which it is produced and by the emotion it arouses (positive, neutral or negative).

These points will be painted in the diagram: The highest part is the positive emotions, the average the neutral ones and the negative ones. Then we will unite each point with lines and have delimited the trip, so we will have to define the actions that we do in each touchpoint.

These are critical moments where we can succeed or fail in the attempt. Therefore, we will also have to create metrics that allow us to identify and measure those points and the consequences of our actions.

Now that you have the basic notions, you just need to get to work! Create your CJM and improve your relationship with your customers. See you next time!

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